Interactive Digital Advertising vs. Virtual Brand Community

By Hsu-Hsien Chi. 2011

342 citations recorded by the source corpus.

Subfields: Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e628c2191ddc0fee3d65c5bf650cb2dab20b4ced

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In Information Systems and Management

In Sociology and Political Science

Citations in the corpus

Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation (2017, background): “(2017), http://dx.doi.org/10.1016/j.tele.2017.06.001 tionships (Chan and Guillet, 2011; Chi, 2011; Chang et al., 2015; Choi et al., 2016; Buchanan-Oliver and Fitzgerald, 2016), SMM can be considered as a subset of relationship marketing and marketing.”
The Effect of Social Media Marketing, Word of Mouth, and Effectiveness of Advertising on Brand Awareness and Intention to Buy (2019, methodology): “This finding is relevant to the study by Chi et al. (2009), found that brand awareness has a positive influence on consumer buying interest.”
Newsfeed native advertising on Facebook: young millennials’ knowledge, pet peeves, reactance and ad avoidance (2019, background): “…(e.g. TV, magazine) and/or online environment (e.g. news website, brand website), social media allows its users to actively control ad avoidance (Chi 2011) , thus making it possible to block specific ads and determine what, how and when to receive ads (Kelly et al. 2010; Malthouse et al. 2013;…”
Social Commerce Success: Antecedents of Purchase Intention and the Mediating Role of Trust (2020, background): “Now consumers heavily depend on information shared with other consumers rather than the one provided by brands (Chi 2011).”
Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention (2017, background): “More recently, scholarly research has used UGT to examine consumers’ goal-directed consumption behavior in the context of SNSs (e.g., Chi, 2011; Kwon et al., 2014; Muntinga et al., 2011; Papacharissi and Mendelson, 2011; Taylor et al., 2012).”
Exploring Social Media Engagement Behaviors in the Context of Luxury Brands (2018, background): “Some studies considered engagement motivations and other attitudinal variables as manifestations of engagement (e.g., Chi 2011; Dessart, Veloutsou, and Morgan-Thomas 2015), while others recognized the content of online communications or their accompanying mental processes as engagement (see Peters…”